The 2016 edition of the book - which was sold by the eponymous beer brand in 2000 - includes 4,000 records selected from the 50,000 total records set each year, and sells around three million copies annually.

GWR's commercial team works with major brands who want to break records – for instance, by finding an appropriate record for a company to attempt as part of an employee-engagement event. The company will need to pay for an official adjudicator and may pay for licensing of the logo after a successful record attempt.

A press release from GWR says: "Guinness World Records’ commercial division works with global brands that use record-breaking to enhance their marketing, PR or employee engagement campaigns. A Guinness World Records title is a powerful a point of difference for brands, giving them a story to tell and bespoke content for their audiences to read, watch and share."

Honda UK, working alongside alloy wheel maker Team Dynamics UK, took the record last year for the world's fastest lawnmower, after its Mean Mower was taken to 116mph (187kmh) at an event in Spain last year - exceeding the previous mark by more than 30mph. The record-breaking feat helped Honda generate international media coverage.

Eurostar took its place in the book with the world's largest champagne tasting event, involving 515 people on a Paris-bound train. GWR says this gained coverage across UK media that reached 6.7 million readers.

Music festival Bestival's place is thanks to creating the world's biggest disco ball, at 10.33m in diameter. Weetabix made an attempt at the record for the fastest milk float - it reached a speed of 85mph (136kmh) - to promote its new On the Go breakfast drink, and Kinder's record was for the largest number of people simultaneously unwrapping candy in a stunt to mark the 40th anniversary of the company's Canadian business.

WPP's record is rather more prosaic: its inclusion is down to it being the world's largest advertising agency, with 179,000 staff across its various companies.